To disrupt the market and introduce Bing we took a humorous approach, poking fun at the effect search has had on us all. The creative idea involves people responding irrelevantly and uncontrollably to “keywords” they hear, demonstrating the search overload problem.Network partnerships helped further raise awareness of Bing, positioning it as a cure to search overload. Bing was promoted as the official Decision Engine of people like Anthony Bordain and Jimmy Fallon, while we pulled off the stunt of giving John Stewart fans two extra minutes of the The Daily Show by fast forwarding through a commercial break.

The client established high standards against which our success would be gauged, setting ambitious targets in unaided awareness, perception and market share.Barely a month after launch we had already surpassed the lofty goals for unaided awareness, achieving 50% by December, while hitting 80% campaign recognition after five months. Two months in we had beaten perception goals with 41% of people thinking Bing is “the new generation of search.” Meanwhile, three months post launch we were exceeding monthly targets for driving search sessions, and increasing margins, with market share as of December standing at 10.3%